⚡️ Overview

A leading fitness and health company, renowned for empowering individuals to transform their lives through fitness and health.

Their mobile app wasn’t converting users and driving engagement as effectively as desired. Difficult onboarding, confusing navigation, lack of personalized workout recommendations variety were key user pain points, contributing to lost revenue opportunities and increased member churn. To address these challenges and unlock growth opportunities, the client sought to enhance the app experience and empower members to achieve their fitness goals using the mobile app.

Deliveries

• We created empathy maps revealing user thoughts, feelings, and pain points throughout their app journey, from sign-up to progress tracking. These maps revealed key frustrations like a tedious onboarding process and unintuitive workout discovery.
• Visualized user journeys across features, pinpointing friction points and opportunities for optimization. Visualizing the entire flow highlighted areas like the lack of personalized recommendations and confusing progress tracking.
• We analyzed quantitative data (Amplitude and Google Analytics) and qualitative data (interviews, surveys), researched current trends and user preferences within the fitness app market and lastly, evaluated key competitors strengths, weaknesses, and unique offerings.
• These insights helped us to create a roadmap for our design and development efforts and tailor the app improvements to resonate with the audience and address their pain points.
• We created interactive prototypes in XD showcasing redesigned onboarding, intuitive navigation, and training features. These prototypes were tested with the team to gather feedback for iteration and refinement.
• We formulated A/B testing hypotheses, selected key metrics to validate proposed design and feature improvements. This ensured evidence-based decision making and optimized resource allocation. We analyzed A/B testing results, showcasing winning variations and their impact on key metrics like conversion rate and user engagement. This report quantified the positive impact of our experiments efforts.
• We established consistent UI elements, typography, and color palettes for a seamless and cohesive user experience, ensuring brand recognition and visual consistency across the app.
• We implemented the most impactful features identified through A/B testing. These features directly addressed user needs and contributed to measurable improvements in user experience and business outcomes.

Achievements

• Increased retention by up to 35% by improving the app training experience, reaching over 4M users across 13 states.
• Enhanced conversion 22% by reducing unnecessary steps in the process and using data to personalize and streamline user onboarding.